Introduction

Artificial intelligence (AI) is changing the way marketing operates – from data analysis, through content personalisation, to campaign automation. While it offers enormous opportunities, it also raises concerns, particularly among marketing directors. Can AI threaten their position? Or is it the key to success in modern marketing? Let's take a closer look.

Marketing directors' concerns about AI

According to the "The Future of Marketing AI" report by Deloitte, 42% of marketing directors fear that AI will reduce the number of positions in their departments. Additionally, research conducted by McKinsey indicates that 35% of marketers fear losing control over marketing strategy due to excessive process automation. The most common concerns include:

  • Marketing experts being replaced by AI,
  • Distortions in data and algorithms,
  • Lack of control over brand communication,
  • Ethical aspects of using AI in customer data analysis.

Deloitte report source: Deloitte Insights
McKinsey report source: McKinsey & Company

AI in marketing – an opportunity rather than a threat?

Instead of perceiving AI as a threat, marketing directors should treat it as a tool supporting their work. According to HubSpot research, 72% of marketing leaders believe that AI will help them increase the effectiveness of their activities, particularly in areas such as:

  • Content personalisation – AI can analyse user data and adapt marketing messages in real time,
  • Advertising campaign optimisation – AI-based tools are able to improve campaign results by analysing ad effectiveness across different channels,
  • Customer service – chatbots and voicebots allow for communication automation, relieving marketing teams.

Research source HubSpot: HubSpot Research

How can marketing directors use AI to their advantage?

  1. Implementing AI in data analysis – instead of manually processing reports, AI can analyse customer behaviour and suggest optimal strategies.
  2. Testing AI in content personalisation – AI can help with customer segmentation and creating content tailored to their preferences.
  3. Maintaining control over AI – it is important to monitor algorithms and make decisions based on analysis results, rather than blindly trusting automation.
  4. Investing in team education – it is worth training marketers so they know how to effectively use AI.

Summary

How does AI in marketing change the work of directors?

AI is not just the future of marketing – it is the present. Marketing directors can use it to optimise processes, increase campaign effectiveness and better understand customers. However, the key is conscious AI implementation and maintaining control over it.

Sources of research and reports:

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Key terms from the article

AI — Artificial Intelligence. A set of methods and systems performing tasks usually requiring human reasoning, learning, perception or content generation. In HEXX AI CMS it encompasses language models, document analysis and automations.

Why it matters: It takes over repetitive tasks — transcriptions, descriptions, translations, selection — and shortens the path from idea to publication. In an editorial office it means more time for work that a machine cannot do: evaluation, contacts, decisions.

When it is used: For generating and editing content, document analysis, transcription, translation and automating the flow of materials.

What happens if you skip it: Without AI, the team manually performs bulk work (photo descriptions, language versions, summaries), while the competition publishes faster and cheaper.